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One Day Without Shoes: How Your Business Can Capitalize on Cause Marketing

Posted on 03/28/2011

Forty percent of the world walks the Earth shoeless. TOMS Shoes is working to change that one pair of shoes at a time. You probably know that if you purchase a pair of TOMS Shoes, the company gives a pair to a child in need. They call it the One for One Movement.

For the fourth year, TOMS will host One Day Without Shoes on April 5. This event encourages people to go a day without shoes to raise awareness for the millions of children that go without shoes every day.

TOMS Shoes is a social entrepreneurship business and a notorious example of cause marketing. While you can certainly make a difference through their cause by participating on April 5, you can also learn something about how your business can get involved in cause marketing.

Discover your passion
TOMS Shoes found success because founder Blake Mysockie discovered, after a trip to Argentina, a desire to put a shoe on every child’s foot. The most successful cause marketing campaigns work because the company truly believes in the mission of the organization they are supporting. Meet with your staff and discuss different organizations you wish to support. Then brainstorm ways you can translate your passion into giving. Develop a program that resonates with your potential customers.

Integrate your cause into your marketing
Now that you have your program it’s time to raise awareness of your campaign through marketing efforts. The more creative the marketing campaign, the more people will take notice. Imagine thousands without shoes on April 5. Use all traditional marketing channels like you direct mail and newsletter; and don’t forget to utilize your website, Facebook and Twitter to spread the word.

Other ways to give
Maybe a major campaign like One Day Without Shoes is too involved for your business. There are easier ways your business can align with a nonprofit organization and garner respect from your customers and community. It can be as simple as participating in an already established activity such as One Day Without Shoes. Just make sure you capitalize on your generosity by letting your community know. If shoes are not your passion, then work with a local organization and find ways you can make a difference while impacting your marketing efforts.

Of course, sometimes it just feels good to give regardless of business motives.